Advertising and Sales Promotion

121. ______________ is direct communications with carefully targeted individual consumers to obtain an immediate response.

  1. Personal selling
  2. Public relations
  3. Direct marketing
  4. Sales promotion
Correct answer: (C)
Direct marketing

122. Two major factors are changing the face of today's communications. One of these factors is the fact that:

  1. costs of promotion are rising.
  2. mass markets are fragmented and marketers are shifting away from mass marketing.
  3. global communications are not growing rapidly enough.
  4. marcom managers have achieved more power and control.
Correct answer: (B)
mass markets are fragmented and marketers are shifting away from mass marketing.

123. IMC, as presented in the text and in context with promotion, stands for:

  1. international manufacturing capacity.
  2. international monetary consistency.
  3. integrated marketing communications.
  4. integrated marketing corporations.
Correct answer: (C)
integrated marketing communications.

124. The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.

  1. public relations
  2. integrated market planning
  3. integrated marketing communications
  4. global cultural imperatives
Correct answer: (C)
integrated marketing communications

125. Which of the following promotional tools can reach many prospects who otherwise avoid salespeople and is received as news rather than as a sales-directed communication?

  1. advertising
  2. personal selling
  3. public relations
  4. sales promotion
Correct answer: (C)
public relations

126. A ______________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand If the strategy is successful, consumer demand will move the product through the channel.

  1. Push strategy
  2. Pull strategy
  3. Blocking strategy
  4. Integrated strategy
Correct answer: (B)
Pull strategy

127. Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?

  1. To inform
  2. To persuade
  3. To remind
  4. To make profits
Correct answer: (D)
To make profits

128. One of the arguments that supports the competitive-parity method for budgeting promotions is that:

  1. It is the fairest budget method.
  2. It is generally the cheapest method of allocating funds.
  3. Competitor's budgets represent the collective wisdom of the industry.
  4. It is the easiest budget method to use on a global basis.
Correct answer: (C)
Competitor's budgets represent the collective wisdom of the industry.

129. Advertising appeals should have three characteristics. All of the following are among those characteristics EXCEPT:

  1. Be meaningful.
  2. Be tasteful.
  3. Be believable.
  4. Be distinctive.
Correct answer: (B)
Be tasteful.

130. The first thing a reader notices in a printed advertising is the:

  1. Headline.
  2. Illustration.
  3. Copy.
  4. Format.
Correct answer: (B)
Illustration.
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